June 2013

“Social” isn’t Something Your Organization Does, it’s What You Are

The release of the 2013 Social Media Marketing Industry Report from Social Media Examiner gives marketers an opportunity to tap into the minds of over 3,000 of their peers. It also highlights important questions many still have about social media marketing: Which social tactics are most effective? How can we best measure ROI? How do we create a social strategy?

Companies that successfully incorporate social media in their business are seeing positive results through more lucrative customer relationships, increased market reach and greater customer satisfaction. Whether social strategy and management are handled in-house or in partnership with an agency, a fundamental shift in the way companies develop and grow customer relationships is essential. Socially connected consumers expect brands they buy from to be present and participating on the social web. Companies that mature in their use of social media see it less as a tactic and more as a platform for communication, community and engagement.

This newsletter will help you stay on top of the latest news, tips and insights into a successful online marketing strategy. We encourage your feedback, so please connect with us on Twitter, Facebook, or our website. If you’re looking for a deep dive into online marketing, be sure to visit TopRankblog.com.

Internet Buzz: Get in the Know

The Social Imperative for CEOs
A new study from KRC Research has found that 76% of executives think it is a good idea for CEOs to be social. The benefits of the Chief Social Evangelist role has many benefits ranging from boosting company reputation to impacting business performance.

WordPress Turns 10
WordPress founder Matt Mullenweg reflected on the 10th birthday of his baby that now powers over 70 million websites and WordPress has grown to be the largest CMS in the world, powering an astounding 18% of the web. Happy Birthday WordPress!

Twitter & Google+ See Major Gains in Active Users
Facebook remains the top social network worldwide, with just over half of Internet users logging on to the site at least once a month in Q1 2013. Twitter and Google+, however, are making major gains in active users worldwide. See more social media insights from GlobalWebIndex’s “Stream Social: Quarterly Social Platforms Update.”

Penguin 2.0 and What You Need to Know
Google’s Matt Cutts announced today the release of its latest major algorithmic update: Penguin 2.0. Penguin update is focused on webspam: tactics specifically designed to manipulate search engine results and that violate Google guidelines.

Google+ Social Network Gets a Makeover
A redesigned social stream, standalone version of Hangouts and a number of new photo features were among the changes announced on the Google+ platform in May. Marketers will need to pay particular attention to the new auto-hashtag feature, which adds tags and sorts content based on Google+’s perception of relevance.

Brands May Be Missing Out on the Pinterest Opportunity
Fashion retail and automotive are falling down when it comes to Pinterest. According to a recent Digitas/Curalate study, 70% of engagement on brand content is generated by users rather than the brands themselves. This is especially prevalent in the fashion retail industry, where brands pin just 18% of content.

Hot Posts from TopRank® Online Marketing Blog

Who Should Lead Your Online Marketing Strategy: SEO or Content Marketing?
When looking for help with content marketing and content creation, there’s a difference between what one gets from a SEO agency and a content marketing agency. That difference is not so much about one being better than the other, but more about sizing up which is most appropriate for your situation. When it comes to SEO and content, how do you lead your online marketing efforts?

Business Blogging Pros, Cons and Best Practices for Better Content Marketing
You would think everyone in business would know what a blog is and would be using them to their maximum advantage. They don’t; in fact, brands split just 11% of their total social media budget between blogging and influencer outreach. See how business blogs are used, hear expert opinions and learn about the pros and cons to help improve your content marketing.

11 Examples of Killer B2B Content Marketing Campaigns Including ROI
Content marketing has gained critical mass within the popular marketing mix and any company in a competitive industry would be hard pressed to attract business without it. Competition to stand out with your brand’s content is only going to get harder as more companies adopt content marketing best practices and mature in their skills. The good news is that B2B Marketing Innovation is alive and well, as demonstrated in these killer content examples from brands.

The Power of Visual Content Marketing and Brand Visuals in Action
Visual content is certainly trendy – see the meteoric rise in infographics and social engagement with images as proof. Yet the need for content that appeals on a visual level and presents information in a more engaging format than text goes far beyond what is cool or fun to create. The different ways prospects and consumers learn and digest information are critical insights for successful content strategy.

Fun Fact

TopRank in the News

KGW TV News Portland Interviews Communications Conference Keynote Speaker Lee Odden
KWG News Portland covered the recent “Integrate to Innovate” event in Portland, Oregon, held by the PRSA and IABC. Nearly 300 communicators were on hand to hear keynote speaker Lee Odden present on the convergence of marketing and PR. Lee was also interviewed by KGW News’ Joe Smith in a segment that aired on the evening news and posted online.

TopRank® Blog Named A Top 20 Social Media, Internet Marketing & SEO Blog in 2013
Cision posted its annual list of the top Internet marketing blogs ranked by digital reach and links. A big thanks to the TopRank team for contributing and clients for sharing our great content.

Community Comments from TopRank® Blog

“Here here…. Excellent post…. This is a constant battle these days as SEO remains so important, yet is changing so fundamentally. As I often tell clients – you can be a content production factory – and your content will do nothing but settle bar bets. Or, you can be remarkable, and perhaps reach fewer people. And as you point out, it’s not a zero sum game – and it’s the balanced approach that will ultimately win. Kudos my friend.”
–Robert Rose, from The Truth About Content Marketing & SEO

“Some of very easy and implementable tips i have seen so far Lee. There is a continuous struggle to improve the online marketing and your post has some great ideas. I love the ‘be the best answer’ one and plan to take inputs to improve my company’s online marketing. Thanks for sharing.”
–Sonia Anand, from 8 Search & Social Media Tactics Worth Doing Well

“It makes intuitive sense to me that the love/hate campaign of SAP gained a following. One of the quickest bonds to form a new relationship on is often a shared feeling of passion about something – whether positive or negative. In addition to fueling engagement, it also creates distinct communities that can relate to and interact with one another, and lets them easily segment their marketing to the most relevant audience. What a savvy approach!”
–Kristen Hicks, from Creative Content Marketing Strategy: Best Brand Examples

“Fascinating post, although I am aware of the different ways of learning, I have never quite thought of it like this. Thanks for showing me how I can engage further with my audience, has given me lots of ideas.”
–Steve Denness, from The Power of Visual Content and Brand Visuals in Action

About TopRank® Online Marketing

TopRank® Online Marketing helps companies build awareness, grow customer relationships and increase sales with our proven approach to integrated online marketing: Attract, Engage, Convert. For over 12 years the TopRank team has been trusted by Fortune 1000 B2B and B2C companies to develop digital marketing strategy and implement tactics including: content marketing, social media marketing, SEO, online PR and email marketing. TopRank also publishes one of the most popular marketing blogs in the world, at TopRankBlog.com.